Forbes magazine: Broncos No. 8 in NFL revenue

Forbes magazine must be getting a lot of revenue out of their sports valuation lists, because it seems like it puts out a new sports list every couple months or so.

The latest ranks the Broncos as No. 8 among NFL teams with $250 million in 2009 revenue and 10th in franchise value at $1.049 billion.

All sports owners dread the Forbes report because it’s their belief the publications overvalues their franchises. For instance, Stan Kroenke was awarded full majority ownership of the St. Louis Rams after he matched a bid that was made based on a franchise value of $750 million.

Forbes just listed the Rams’ value at $779 million. As Rockies owner Charlie Monfort once told me, ultimately, your franchise is only worth what someone will pay for it.

Then again, until owners become fully transparent with their financial records, Forbes will remain the gospel of sports financial books.

Then again again, even if the owners did open their books, everybody would say they’re cooked, anyway. For most of us, the money involved in sports ownership is too astronomical to comprehend.

Why don’t the owners release their financial records? Their arguments that they aren’t making money are sour grapes. When more people watch NFL games than any other sports broadcast, it’s impossible for the NFL bosses to claim poverty. And why does the Broncos’ Pat Bowlen claim his team isn’t as profitable as it’s made out to be when Denver’s home games have sold out ever since Lou Saban was coaching? I think Bowlen and his fellow NFL bosses could use a heavy dose of transparency.

Nicki Jhabvala is a Broncos beat writer for The Denver Post. She was previously the digital news editor for sports. Before arriving in Denver, she spent five years at Sports Illustrated working primarily as its online NBA editor. She also spent two years as a home page editor at the New York Times.